Meta didn’t just show up at NewFronts 2025. It made sure no advertiser could ignore it. From flashy new formats on Reels to opening up Threads for video ads, the social media giant rolled out a heavy lineup of updates built to reshape how brands connect with eyeballs across its platforms.
And yeah, some of it echoes moves we’ve seen from rivals. But make no mistake—Meta’s not copying. It’s competing, hard.
Reels Trending Ads Could Be a Game-Changer for Brand Visibility
Instagram’s leaning into what people are already watching. And that’s short, snackable, trend-driven videos.
So now, brands can tap into trending Reels—literally. Meta announced it’s testing Reels Trending Ads, which let advertisers buy space alongside the most popular Reels of the moment. Think TikTok Pulse, but with Meta’s flavor.
Basically, you can choose to run your ad beside:
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The top trending Reels overall
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Trending Reels by topic (beauty, fitness, sports—you name it)
That level of placement could massively impact how consumers associate your brand with whatever’s hot that day. If the ad unit catches on, it’ll become prime digital real estate, fast.
Reels are Instagram’s fastest-growing content format, and Meta clearly knows where the money’s going.
AI-Powered Trends Now Live in Creator Marketplace
Meta’s giving advertisers and creators a fresh, AI-fueled lens into what’s buzzing.
It’s launched a new trends tab right inside Creator Marketplace. The idea? Give you a ranked list of what’s trending on Instagram Reels, powered by machine learning and real-time engagement data.
This means you’re not flying blind anymore. You get:
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Ranked trending topics by engagement and volume
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Suggested Reels tied to those topics
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Recommended creators already posting relevant content
This new system can be filtered down to country, niche, or even time frame—day, week, month. That’s huge for marketers trying to strike while the iron’s hot. Instead of chasing trends, you can plan with them in mind.
Honestly, it’s one of the smartest updates Meta’s made to its creator tools in a while.
Threads Will Now Host Video Ads—Yes, Really
Threads might have been a Twitter clone out of the gate, but it’s growing into something more. Slowly. Carefully.
At NewFronts, Meta confirmed it’s bringing video ads to Threads for the first time. The move might seem minor, but it opens up a whole new ad stream—literally.
No audio? No problem. Threads is a quiet platform, and these videos will likely follow suit, built for scroll-stopping visuals with or without sound. We’ll probably see vertical, muted autoplay ads optimized for Thread’s clean layout.
It’s another sign Meta’s serious about turning Threads into a legitimate ad-supported platform.
More Creator Metrics, Fewer Guesswork Pitches
Brands don’t like flying blind with influencer deals. Meta gets that.
That’s why Creator Marketplace is adding more concrete data on how creators perform—before you even message them.
The updated profile cards now show:
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Hook rate (how many viewers stick around for the start)
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Interaction rate (how much people engage with content)
It sounds small, but these numbers let advertisers size up creators based on actual performance, not just follower count or vibe. You get a better feel for whether someone can actually drive views, clicks, or comments before signing a check.
This could cut down on mismatched campaigns and wasted ad spend.
Facebook Gets a Taste of Partnership Ads—Finally
One of Meta’s slicker ad tools is Partnership Ads—where brands can amplify organic creator content with paid reach. Up until now, this was mostly an Instagram thing.
Not anymore.
Meta confirmed it’s expanding these AI-powered content recommendations to Facebook, bringing:
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Suggested organic posts where your brand is mentioned
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A fast way to turn that post into an ad
Here’s the deal: brands get to repurpose creator shoutouts, reviews, or mentions, and boost them with ad dollars. Since these posts already feel native, they tend to perform better than traditional ads.
Let’s look at what this could mean for reach potential across platforms:
| Platform | Partnership Ads Available | AI Content Suggestions | Creator Collaboration |
|---|---|---|---|
| ✅ | ✅ | ✅ | |
| ✅ (new) | ✅ (new) | ✅ | |
| Threads | ❌ | ❌ | ❌ |
The rollout could push Facebook back into serious relevance for influencer-led campaigns. It’s about time.
This levels the playing field between Meta’s two big platforms—finally.
The Bigger Picture: Meta Wants More of the Ad Pie
Let’s be honest—this is all about competition. TikTok’s running laps with Gen Z. YouTube’s still dominant in video. Meta needed to respond with something fresh.
This batch of updates makes its platforms more advertiser-friendly than ever. Here’s why:
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Better creator discovery and trend alignment
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Stronger analytics on influencer content
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More ad formats (including video!) across more surfaces
Sure, Threads isn’t setting the world on fire yet. But by bringing video ads and cross-platform tools, Meta’s laying the groundwork for long-term monetization.
And the more ways brands can promote content across Reels, Threads, Facebook, and Instagram… the more Meta wins.
Even if some tools feel like catch-ups to TikTok or YouTube, they’re smart ones. Meta’s got scale. It’s got users. And now, it’s got the formats to match.
